屈臣氏品牌场营销分析.doc

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1、目录一、公司简介·····························································2二、价值·································································21．顾客群·······························································22．品牌定位··························································

2、···3三、营销组合·····························································41．产品·································································42．设施·································································63.人员·························································

3、········74．设施································································95．价格································································96.渠道································································117．推广····················································

4、············13四、存在问题···························································151．产品与价格的矛盾····················································152．产品与渠道的矛盾····················································163．顾客群与品牌定位的矛盾··············································164．价

5、格与推广的矛盾····················································165.渠道与顾客群的矛盾··················································176.推广与品牌定位的矛盾················································17五、建设改进···························································17六、结论················

6、···············································18屈臣氏品牌市场营销分析一、公司简介屈臣氏是和记黄埔有限公司旗下屈臣氏集团之保健及美容品牌，是亚洲最大的保健及美容产品零售商，业务遍布12个亚洲及欧洲市场，包括中国内地、香港、台湾及澳门、新加坡、泰国、马来西亚、菲律宾、南韩、印度尼西亚、土耳其及乌克兰，经营超过3,200家店铺及超过900家药房。在中国，屈臣氏在200多个城市拥有超过1000家店铺和三千万名会员，是中国目前最大的保健及美容产品零售连锁店。在屈臣氏的产品结构中,涵盖了药品、化妆品、

7、护肤用品等个人护理品以及食品、美容产品和衣饰品，同时为顾客提供个人化的咨询及建议，充分体现了屈臣氏专门集中经营销售个人护理用品的经营特色。屈臣氏在质量与创新方面建立了相当声誉，为顾客奉上令人惊喜不断和物超所值的购物环境，从而赢得顾客高度信赖。屈臣氏广西大学分店是屈臣氏零售品牌旗下的一家分店。店铺地处西乡塘大学城，周边聚集多所高校，目标顾客群以追求个性、时尚、健康的大学生、年轻上班族及周边小区居民为主。店铺总体色彩明亮，产品分类陈列清晰，满足年轻时尚女性消费者的消费心理需求。我们小组将从屈臣氏广西大学分店作为切入点，对屈臣氏品牌进行市场全面详

8、细的营销分析。二、价值1．顾客群屈臣氏服务于化妆品行业，着重于个人护理产品。屈臣氏采用集中化目标市场策略，能集中优势力量,有利于产品适销对路,降低成本,提高企业和产品的知名度。在